Airport Perspective on Branded Concepts

Marlene Coleman and Bill Swift

Airport Concessions Primary Objective

“ To generate revenue for airport operations and provide quality goods, products and services that enlighten the passenger’s travel experience”

Program Goals

o Customer Satisfactiono World Class Concepts and Brands o Strong Revenue Growtho Innovationo Opening Day Fresh Standardso Sense of Placeo Continued ACDBE Leadershipo Dynamic Business Environment

Branding Defined

“the use of advertising, distinctive design, process and other means to make consumers associate a specific product with a specific manufacture or operation”

Brands Slogans“It Takes A Licking and Keeps on ticking”

“Where’s the Beef?”

“Just Do It”

“plopp, plopp, fizz, fizz, Oh what a relief it is”

“Don’t leave home without it.”

“Finger Licking Good”

“Let your fingers do the walking”

Brand IdentityCelebrity Endorsements

History of Branding in AirportsPre 1980’s – Generic concepts

1980’s National Branded Food Concepts are introduced in Airports:McDonald’sDunkin DonutsDominos Pizza

1990’s BAA Pittsburgh International Airport introduced National, Regional and local Branded Concessions Program

Pre 1980’s - What Brands?

News Coffee Shop

Benefits of National Brands in Airportso Customer Recognitiono Consistencyo Generate higher

Revenueso Passengers Know and

Seek out the Brando National Advertising $

Benefits of Local Brands in Airports

o Sense of Place and local “Flavor” – Different

o Sometimes Opportunity for Local Entrepreneurs

o Adds Variety to concessions program

One Flew South - fine dining - Concourse E

Café Intermezzo – Concourse B

Brands relationship to Airport’s Goals“the Passenger’s Perspective” o Brand Demographics relates to Airport Demographics

o Gendero Ageo Income

o Street Performanceo Operational o Revenueso Popularity with Customers o Translation into airport environmento Speed of Serviceo Operational footprint limitationso Brands Lifespan

o Fits Airports Program Goals

ATL Demographics

o Age - 43 years oldo Gender- 45% Male/55% Femaleo Income- $88,660 annuallyo Business/Leisure- 41% business/66% leisure

Luxury Stores Psycho demographic:•Functional – Superior Functionality and Quality•Reward – Showcase their achievements•Indulgence - •Median household income $133k+•Appeals to both Male and Female Shoppers

Blackberry store

Demographics•60/40% Male/Female•39 average age•Above average education

Future Concepts/Brand Trends for Airportso More Retail Brands in Airporto More creativity in Design and

signage to showcase the Brands

o Flexibility in technical specifications for best placement of brands and concepts

QUESTIONS

Airport Perspective on Branded Concepts

Marlene Coleman and Bill Swift